Klaviyo: Our Tool For Successful Email Marketing Campaigns
It’s time to take your email marketing to the next level with Klaviyo. At Premiere Creative, we’re not under any illusions. We understand that email marketing is the oldest and most widely used digital marketing channel available to advertisers. It’s not sleek or new. It’s not innovative or sexy. But it has been a major part of every digital marketer’s tool kit for decades.
The reason for email marketing’s wide adoption and longevity is simple: it is good for business. In a digital marketing landscape that changes at an increasing pace with each passing year, any channel that can consistently drive results needs to be paid attention to. Email drives click-thru-rates, opens, and conversions at higher rates than any other traffic source. Translation: email marketing is an essential tool for all marketers to master.
We’ve already written about our comprehensive approach to email marketing – you can take a look at that here. This piece is concerned with Premiere Creative’s favorite tools for managing the various and complicated aspects of email marketing campaigns.
In constantly building our book of business and helping more clients succeed online, Premiere Creative has come to rely on email marketing as a central pillar for many marketing initiatives. But we haven’t built out our email business alone. We rely on several partnerships with Email Service Providers (ESP’s) and email marketing platforms to consistently drive results for our clients. Between handling user data, drawing accurate insights from email campaigns past, managing email lists, and building out landing pages, finding the right software is incredibly important. For our money it doesn’t get any better than Klaviyo.
Using Klaviyo Email Marketing Automations
Klaviyo is something of a new comer in the ad tech space. Having started in Boston in 2012, Klaviyo built itself from the ground up with a simple goal: to help businesses grow their sales online. We understand that “helping your business grow” may seem like a sanctimonious promise when coming from a marketing automation service. Consider how many companies make that promise and how few of them can actually deliver. Mailchimp is another popular email marketing tool that promises to help its clients grow sales. And for a stretch, they were one of the better email marketing automation services on the market. But in 2020, email automation companies with old tech are vulnerable to change. Mailchimp started in 2001. And although email marketing has been around forever, the email marketing landscape has been changed drastically by the rise of social platforms like Facebook and Instagram, and by the global proliferation of the Internet in general.
Don’t get us wrong: Mailchimp is a very powerful program with a lot of functionality. It is matched perfectly to the needs of legacy brands looking to leverage existing media and drive awareness. However, for young and innovative companies seeking constant growth in a turbulent digital market place, Mailchimp’s clunky inability to seamlessly integrate new social platforms, CRM’s, DSP’s, and data sources will be constricting. Hence, Mailchimp’s promise to “help your business grow” will always fall flat.
Top line growth was a difficult thing to promise in the 1960’s when there were roughly 3 large mediums for paid media (tv, radio, print). It is especially hard in the digital economy. So what exactly makes Klaviyo different? How is this new titan in the ecommerce email automation space able to consistently drive sales or its customers? The answer lies in Klaviyo’s ability to pivot with technological advances.
The 21st century consumer’s attention is extremely dynamic. It is constantly being fragmented across different platforms. Moreover, the list of platforms that hold consumer attention is constantly changing as new mediums and devices come online every year. Older marketing automation services like Mailchimp – having entered the space in 2001 – are having difficulty keeping up. After testing all of them, we at Premiere can confidently say that Klaviyo is staying ahead of the curve.
To understand why Klaviyo is a cut above its competitors, we need to understand the process for evaluating marketing software. What key functionalities should marketers weigh when deciding on email automation software? At Premiere, we need our email marketing tools to seamlessly ingest e-store data. We need automation software that can create beautiful and powerful email templates. We need software that can help us build powerful landing pages, collect and analyze user behavior, and help us granularly segment users based on both qualitative and quantitative data. Given our email marketing needs, Klaviyo is the only automation software on the market that matters. We’ve broken our email-marketing-automation-must-haves into a simple list below.
- Data Integrations: the extent to which a piece of ad tech can integrate with vendors is critical.
- Audience Segmentation: connecting to other sources and collecting data is one thing. Using that data to powerfully and usefully segment audiences is another.
- Actionable Data Analytics Tools: If your software of choice can’t produce clear reports with actionable and predictive insights, you must reconsider.
- Easy and Powerful Automations: Automating effective marketing emails is critical for any company looking to drive success online. Setting up automatic emails with messaging tailored to granular audience segments is critical.
Our goal here is to examine each of these points more deeply as they relate to Klaviyo, and to ultimately illustrate while Klaviyo is the best email tool for e-commerce brands.
Klaviyo Data Integrations: How Pipping in Data From Everywhere Will Change Everything
Digital marketers in 2020 rely more on digital tools than ever before. Premiere’s analysts and paid media teams in particular use at least 15-20 pieces of marketing software every day. From analytics tools to media buying platforms, collaborative tools like Slack and Google Docs, and CRM’s like Salesforce, our lives as digital marketers involve constant movement from one platform to the next. The more in simpatico our programs are, the better. This is where data integrations come into play. Integrations allow third-party applications – like Klaviyo and Mailchimp – to connect with whatever other software you’re using in the process of running ad campaigns. The list of data sources that Klaviyo can connect to its dashboard is impressive. The fact that Klaviyo can actually connect all of them without crashing or otherwise experiencing interruptions is perhaps even more so.
Unlike Mailchimp and other competitors, Klaviyo is built to integrate most seamlessly with ecommerce services like Shopify. It is also excellent at pulling in data from all major CRM’s like Salesforce and from other marketing tools as well. To a certain extent, lesser email marketing tools like Mailchimp can also integrate with existing marketing software. But Klaviyo has certain in-depth integrations that no other email marketing platform – least of all Mailchimp – can touch.
As we mentioned earlier, Klaviyo actually makes good on the typical email automation promise to help clients grow sales. Klaviyo has seamless integrations with Shopify, Magneto, Shopify Plus, and Big Commerce. By connecting with your ecommerce store, Klaviyo instantly helps you deliver more targeted and effective marketing emails. With data from Shopify and other stores like Magneto, Klaviyo can help you segment your audience more effectively and communicate in a more personalized way. You can click here to see a more complete list of sources with which Klaviyo seamlessly integrates.
Audience Segmentation For Powerful, Personal, & Effective Emails
It’s one thing for an email automation tool to be able to connect with CRM’s and eCommerce stores. Once the programs are connected, the question becomes “what can this email automation tool do with the data?” I do not believe it is hyperbolic to say that, with Klaviyo, there is no limit to how granularly a client can segment its audience.
To put it simply, audience segmentation is the process of taking an existing audience and breaking it down into small subsets of like customers. Let’s say I am running the email marketing for a small menswear brand called Urban Jungle. Urban Jungle uses Shopify to manage sales online. In order to complete a purchase, users need to enter some information like first name, last name, email address, age, sexual orientation, pants size, gender identity, address, and credit card number. Once Urban Jungle has a customer’s information, it lives within Shopify and can be used to understand who that customer is and how they purchase.
As the head of Urban Jungle’s email marketing, you are tasked with leveraging these data in order to drive sales and customer loyalty via email. So you dive in. When Urban Jungle’s customer data from Shopify is integrated with Klaviyo, you suddenly have the ability to track every customer’s behavior on your website. You can see what pages they clicked on and how long they browsed. You can make a separate audience – or segment – for people who looked at a certain pair of pants more than 3 times in 7 days. You can also segment audiences based on certain events. For instance, if a specific user placed something in a cart and then left the website without checking out – a common user phenomenon known as “cart abandonment” – then they can be placed in a separate audience segment and used for specific messaging later on. You can create a segment for repeat customers called “VIPs” and use it to deliver specific promotions. Thanks to the depth of Klaviyo’s integration and the flexibility of its user interface, there is no limit to the granularity with which you can target customers.
Making Sense Of It All: Klaviyo’s Robust Data Analytics Tools
When it comes to real time eCommerce data analytics from email marketing initiatives, no platform operates more powerfully than Klaviyo. Diving into the details on metrics like click-thru-rates, bounces, unsubscribe rates, and the like is easier with Klaviyo than it is with any other email marketing service.
Their customizable data dashboard makes it easier for you to stay on top of whatever KPI’s define success for your email campaigns. For instance, say I want to watch and ultimately improve my company’s email sender reputation. By clicking on “Add Card” within Klaviyo’s data analytics dashboard and selecting “Spam complaint rate,” I’ll be able to see the frequency with which recipients label my emails as “spam.” By loading your dashboard with performance metrics that matter to your business, you and your team will be able to measure success and build consensus that facilitates improvement.
Another feature unique to Klaviyo’s data engine is the ability to see customer behavior around marketing emails in real time. Because Klaviyo integrates so deeply with all ecommerce platforms – like Magneto and Shopify – and marketing tools, you can see when people are reading, clicking-thru, unsubscribing, and otherwise interacting with your emails. The depth of insight is bottomless.
Powerful & Data Driven Email Automations
Klaviyo has the best system for email automation that we at Premiere have ever seen. To illustrate why, let’s go back to our Urban Jungle example.
So you, as Urban Jungle’s email marketing manager, have just migrated to Klaviyo. First, you need to integrate your company’s Shopify account and use it build out some important audience segments. Additionally, you pull in some data from Google Analytics so that you can track web traffic in relation to your marketing efforts. It’s now time to start setting up some email automations.
You want to first focus on your purchase follow-up strategy. After creating an audience segment for users that recently completed a purchase, you click “Browse Ideas” on Klaviyo’s interface and are immediately met with dozens of suggestions for purchase follow up email templates. They are customizable, dynamic, and visually stunning.
Additionally, thanks to Klaviyo’s incredible data analytics modules, you can trigger certain emails to fire based on actions that customers take in real time on your website. You can trigger an email offering 5% off on a certain pair of pants the moment a user clicks off of that item’s product page.
Klaviyo – The Key to Premiere Creative’s Email Marketing Success
Premiere Creative has been helping clients grow business online for more than 20 years. When we say that email is the most reliable method for delivering success online, we mean it. And Klaviyo is the best tool for understanding your audience, maintaining email lists, segmenting users based on their behavior and demographic information, customizing messaging, and analyzing the data in real time, know that we’ve done our homework.
When considering whether or not to add email to a client’s marketing mix, the client’s vertical and marketing goals should not tip the scale. Whether we’re working with a fashion retailer looking to distribute coupons to repeat customers or a spine surgery practice trying to build brand awareness in their region, there is always an email marketing initiative that can help. But email marketing is endlessly complicated. Building out a campaign that reliably inboxes to the correct people, contains the correct messaging, and is properly set up to track opens, clicks, conversions, sales, and all other KPI’s is daunting. Combine all of those factors with the process of making sense of the campaign data, and even the most basic email drops can become a web of complications and issues. That’s why it’s so important to pick the right software. For our money it doesn’t get any better than Klaviyo.
Are you ready to propel your email marketing services forward with some help from Klaviyo? Connect with one of our account managers today by dialing (973) 346-8100 so we can discuss your next email marketing campaign.